Hogan planning to roll out hybrids, second set of irons

The Fort Worth-based Ben Hogan Golf Equipment Co. is working on a prototype for its first hybrids and a second set of irons, Terry Koehler, the company’s chief executive officer, told a Rotary Club luncheon on Friday.

Koehler, an industry veteran from Victoria, reconstituted the Ben Hogan golf club business last year after gaining rights to the Hogan name from Perry Ellis International, which had acquired the brand.

The company introduced its first set of irons, the Fort Worth 15, at the annual PGA Merchandise Show in January, and has been pushing distribution ever since, primarily at pro shops. Koehler said Hogan now has its clubs in about 400 pro shops nationwide, plus PGA Tour Superstores and some Edwin Watts retail locations.

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“We will be a full-line golf equipment company in three to five years,” he said, including other products such as golf balls and gloves. He said the company is also developing a driver.

The Fort Worth 15 irons, high-performance blades crafted in the Hogan tradition using modern technologies, were introduced with a novel system numbered by loft instead of the traditional 2-9. Golfers select their set, with help from a pro, by choosing from 44 lofted clubs, including 16 wedges.

Koehler said overall reaction to the clubs has “been very positive,” though “some people don’t get it.” According to market research, about a third of consumers are confused by the loft numbers on the face of the clubs.

The new irons will take the same approach but sport a more mainstream design that appeals to a wider array of golfers. More details on the new products are expected to be released later this month.

Ben Hogan Golf Equipment now has about 40 employees at its location in the former Star-Telegram printing and distribution complex at Interstate 35W and Interstate 20.